I think it's pretty obvious why Sony didn't even show an empty plastic case - because they wanted some surprises for E3. It's like a game of chess with MS. So, if MS do something similar before E3 they have a dilemma. If they show their physical 720, Sony has something more to show at E3. If MS wait until E3, from Sony's point of view, they have something with real substance to counteract it.
remember, Sony did give the main specs. We just don't know what the unit looks like. We know the controller and the setup with the stereo camera. We learned a lot about games etc.
But I guess Sony could have been smarter with how they handled it. Maybe something like my friends said:
I do think Sony should have mentioned something like ‘We know you want to see it, but you will have to wait as today is about the games and new services”
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